The author is a Forbes contributor. The opinions expressed are those of the writer.

Loading ...

Loading ...

This story appears in the {{article.article.magazine.pretty_date}} issue of {{article.article.magazine.pubName}}. Subscribe

If you're a marketer and care about the political correctness of the phrase "Merry Christmas", you’ve already lost.

Several retailers realized the importance of the phrase to their customers. Randy Sharp, director-special projects at the American Family Association, said that in the past five years the group has seen the percentage of retailers recognizing Christmas in their advertising rise from 20% to 80%. Just eight retailers are left on the group's list of "Companies Against Christmas."

Heck, even the folks in Washington D.C. favor using the phrase "Merry Christmas" over "Happy Holidays" according to a according to an article in Politico:

While other spots around the country are deep in debate over the issue — Rhode Island’s governor has drawn protests for insisting on calling the Statehouse Christmas tree a “holiday tree,” for instance — 51 percent of those living in the D.C. metro area prefer stores use “Merry Christmas” in their advertising, according to a WTOP poll released Tuesday.

Just 36 percent say they would rather see and hear “Happy Holidays” instead, the poll found.

One of my clients, Stages West, is a western wear/"cowboy couture" retailer situated at the foot of the Smoky Mountains in Pigeon Forge, TN. Three generations have been running the business for 36 years and they are wildly successful. Their dedication to their core values of faith, commnity and family has cultivated deep customer loyalty.

Stages West Christmas card sent to customers

So it's no surprise that the Christmas card they sent to their most loyal customers generated significant positive feedback with comments such as, "I am SO glad that you guys aren't trying to be "politically correct" but instead have no qualms about showing what you stand for!! The birth of Christ is what the season is all about! God bless you all."

Faith is all around us and should not be underestimated because we are worried about offending someone.

In fact, sometimes just by being so overly conscious of not offending anyone, you have already offended the faithful, who don’t feel they should have to tone down their beliefs. This becomes especially true around traditional Christian holidays like Christmas.

Several retail giants learned this the hard way when they began taking the word Christmas out of their November and December advertising campaigns in an attempt to be politically correct. Lowe’s, Home Depot, Sears, Walmart, Target, Best Buy, and GAP have all felt the wrath of believers when they abandoned Christmas for more generic well wishes like “happy holidays” and Lowe’s infamous “family tree.”